History of Graphic design. Учебное пособие по английскому языку

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Рецензенты:

А.А. Флаксман – к.ф.н., доцент кафедры иностранных языков ФГБОУ ВО «Приволжский исследовательский медицинский университет» Минздрава России О.И. Ваганова – к.п.н., доцент кафедры профессионального образования и управления

образовательными системами ФГБОУ ВО «Нижегородский государственный педагогический университет имени Козьмы Минина»

Карцева, Е.В. History of Graphic design : учебное пособие по английскому языку / Е.В. Карцева ; Министерство образования и науки Российской Федерации, Нижегородский государственный архитектурно-строительный университет. – Нижний Новгород : ННГАСУ, 2024. – 71 с. – ISBN 978-5-528-00561-4. – Текст : непосредственный.

Учебное пособие по английскому языку «History of Graphic design» предназначено для студентов I, IV курсов, обучающихся по направлению подготовки 54/03/01 «Дизайн» очной формы обучения.

Цель учебного пособия – формирование базовых знаний по специальности, ознакомление с терминологией специальности, овладение профессионально-ориентированным языком, формирование профессиональной, коммуникативной и социокультурной компетенций в рамках профессиональной подготовки специалистов.

ББК 81.2+85.7

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Введение

Учебное пособие по английскому языку «History of Graphic design»

предназначено для студентов I, IV курсов, обучающихся по направлению подготовки 54/03/01 «Дизайн» очной формы обучения. Также данное пособие может использоваться для слушателей магистратуры.

Целью учебного пособия является формирование базовых знаний по специальности, ознакомление с терминологией специальности, овладение профессионально-ориентированным языком, формирование профессиональной,

коммуникативной и социокультурной компетенций в рамках профессиональной подготовки специалистов.

Учебное пособие состоит из 3 модулей, включающих актуальные темы по истории графического дизайна. Каждый модуль имеет текстовую описательную часть и набор заданий, содержащих вопросы и темы для устных сообщений на практическом занятии с последующим обсуждением в форме дискуссии, а

также краткий тематический словарь.

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Module 1

Before you read the text, answer the following questions: What is graphic design? What elements of graphic design do you know?

Now read the text and compare your answers.

Graphic design is the art or profession of visual communication that combines images, words, and ideas to convey information to an audience, especially to produce a specific effect. In other words, graphic design is communication design; It is a way of conveying ideas through visuals and design.

Elements of graphic design

Elements of art are the basic units of any visual design that form the design’s structure and convey its visual messages. The elements of graphic design are:

Line – The most basic of the design elements. Lines can be curved, straight, thick, thin, two-dimensional, three-dimensional – whatever really! A line is simply an element of design that is defined by a point moving in space.

Shape – A shape is a two-dimensional defined area created by lines. Different types of shapes include geometric, abstract, and organic shapes, all of which are basic elements of design.

Color – Color is one element that is especially important in attracting attention because there is psychology behind the feelings that color can evoke. There are three main characteristics to color: hue (the color family), value (how light or dark the color is), and saturation (the purity of the color).

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Typography – Typography is the art of arranging type. This one is critically important as it can greatly affect the design’s messaging. Different weights (bold, regular, or light), combined with varied sizing, colors, and spacing, can add power to the concept the designer is trying to communicate.

Texture – Texture in design refers to how things look like they would feel if they were to be touched. For example, texture can be rough, smooth, glossy, soft, hard, etc. Texture is another element used to draw attention. It can be added to other elements like shapes, colors, images, and type.

Size – Size is simply how small or large something is. In design, size is used as an indication of importance and it can also create visual interest in a design by using contrasting sizes.

Space – Space refers to the areas of the design that are left blank. These areas include any distance or areas between, around, below, or above other design elements. Designers intentionally place spaces in the design to add emphasis to areas of the design.

Read the text again and answer the following questions:

1.What is graphic design?

2.What is line? What lines do you know?

3.What is shape? What types of shape can you name?

4.How many characteristics to color are there?

5.What is Typography? Why is it important?

6.What kinds of texture are there?

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7.How is size used in design?

8.What is space? Why do designers intentionally place spaces in the design?

What principles of graphic design do you know?

Read the text and be ready to answer the questions.

Principles of graphic design

The principles of design suggest how the designer should best arrange the various components of a page layout to ensure the elements of the overall design are connected to one another. The principles of design include the following:

Balance – Achieving visual balance in graphic design is done by using symmetry and asymmetry. This is achieved by balancing the design in weight – meaning shapes, lines, and other elements are distributed evenly. So even if the two sides of the design aren’t the exact same, they have similar elements. Balance is important because it provides structure and stability to a design.

Alignment – Alignment is about keeping the design organized. All aspects of the design should be aligned with the top, bottom, center, or sides to create a visual connection between the elements.

Proximity – Proximity creates a visual relationship between the elements of the design. It minimizes clutter, increases viewer comprehension, and provides a focal point for viewers. It doesn’t necessarily mean the similar elements need to be put right next to each other, it just means they should be connected visually.

Repetition – Once you have chosen how to use your elements, repeat those patterns to establish consistency throughout the design. This repetition ties together individual elements and strengthens the design but creating a feeling of organized movement.

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Contrast – Contrasting is used to emphasize certain aspects of the design. Using contrast allows you to stress differences between elements, ultimately highlighting the key elements of your design that you want to stand out.

Answer the following questions:

1.How is balance achieved? Why is it important?

2.What is alignment?

3.What does proximity create? What does it provide?

4.Why is repetition in design important?

5.How is contrast used in design?

Vocabulary notes:

1.Alignment - выравнивание,

2.Proximity - близость, приближенность,

3.Clutter - перегруженность, клаттер,

4.Comprehension - восприятие,

5.Consistency - последовательность.

What graphic design tools do you know? Read the text and compare your answers.

Graphic design tools

The design process had evolved tremendously with the continuous digitalization in our world today. But just because these processes have changed over the years

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doesn’t mean designers aren’t still using traditional graphic design tools, like the old pencil and paper.

Most graphic designers use a hybrid process that includes both traditional and digital technologies. It is common for designers to start the design process by sketching out concepts with traditional graphic design tools before hitting the ground running on the computer for finalization. Many designers start directly on computers using graphic design software. These tools have enhanced the creative process by allowing designers to explore ideas and achieve designs more quickly rather than completely hand-rendering designs.

Over to you. What graphic design tools do you use? What are advantages and disadvantages of traditional and digital technologies? Tell the class your opinion.

What types of graphic design do you know?

Read the text and be ready to answer the questions.

Types of graphic design

Over time, graphic design has become pretty multifaceted. The overall concept is composed of different fields and specializations. Here are some of the most common types of graphic design:

Corporate design – Corporate design has to do with the visual identity of a company. Any visual elements that make up a brands identity, such as a brand’s logo (made with logo design software), can be associated with corporate design. This type of graphic design is used in brand marketing to communicate brand values through images, shapes, and color.

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Marketing and advertising design – Probably one of the most widely known types of graphic design: marketing and advertising. When most people think of graphic design, they are most likely thinking of marketing and advertising design. Social media graphics, magazine ads, billboards, brochures, email marketing templates, content marketing – all examples of this widely used type of graphic design.

Publication design – Publication design traditionally refers to print medium, but again, with the constant digitalization of our generation, it has crossed over to digital publishing. Publication designers need to work closely with editors and publishers to ensure layouts, typography, and illustrations are tastefully combined producing the best possible end result. Examples of publication graphic designs include books, newspapers, newsletters, magazines, and eBooks.

Environmental design – Environmental graphic design is the use of visual elements in environments to connect people to those places. The purpose of environmental design is to improve people’s experiences in those places; whether it makes the experience more memorable or informs the viewer. Architecture, road signs, signage, event spaces, and wall murals are all examples of environmental design.

Packaging design – When you buy a new product, it most likely has some form of packaging or visual element such as a label, sticker, or wrapping that is used to prepare the product for distribution or sale; these elements are created by packaging designers. It’s crucial that these designers are aware of current trends within the marketplace to ensure successful product marketing.

Motion design – Motion graphic design is a subset of graphic design and it is exactly what it sounds like: graphics that are in motion. This can include animation, video games, apps, GIFs, website features, etc. This is still a somewhat new area in graphic design as technological advancements have allowed designers to explore new mediums.

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